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Factors affecting consumers' choice of beverages in Japan
Author(s) -
Watanabe Yasuhito,
Suzuki Nobuhiro,
Kaiser Harry M.
Publication year - 1998
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/(sici)1520-6297(199803/04)14:2<147::aid-agr7>3.0.co;2-2
Subject(s) - consumption (sociology) , logit , socioeconomic status , logistic regression , promotion (chess) , marketing , business , economics , environmental health , econometrics , statistics , medicine , mathematics , political science , social science , population , sociology , politics , law
This article examines the relative importance of various consumer attributes on beverage consumption decisions in Japan. A logit model is used to identify significant demographic, socioeconomic, and lifestyle characteristics affecting the consumption of nine beverages. The logit model is applied to data from a major consumer survey conducted in 1996 by the National Milk Promotion Association (NMPA) of Japan. The results indicate that many of the consumer attributes have a statistically significant association with the decision to consume the various beverages. © 1998 John Wiley & Sons, Inc.